Pengaruh Citra Toko dan Kualitas Pelayanan terhadap Intensi Pelanggan Untuk Membeli Kembali Produk pada Toko Subur Makmur di Cirebon

Evi Marlina
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This study aims to analyze the influence of store image and service quality on customer intentions to repurchase Subur Makmur store products in Cirebon. The design in this research is descriptive research design. While the descriptive research approach in this study is a cross-sectional approach. The research period was conducted during the period 2019 and 2020. The data source in this study uses primary data. Data were collected by distributing questionnaires to Subur Makmur store customers in Cirebon. The population in this study are all customers who have bought at the prosperous Subur Makmur store. In connection with the number of customers who have bought at the Subur Makmur Store, this research was conducted with a non-probability sampling method using Convenience sampling technique. The number of samples selected was 70 customers. The data analysis technique used in the study was multiple regression analysis processed using the SPSS program. Hypothesis testing used in this study is the F-Test, T-Test, and R-Square (R²). The results showed that store image has a positive effect on intention to repurchase and service quality has a positive effect on intention to repurchase.


Penelitian ini bertujuan untuk menganalisis pengaruh citra toko dan kualitas layanan terhadap intensi pelanggan untuk membeli kembali produk Toko Subur Makmur di Cirebon. Desain dalam penelitian ini adalah desainpenelitian deskriptif. Sementara pendekatan penelitian deskriptif dalam penelitian ini adalah pendekatan cross-sectional. Periode penelitian dilakukan selama periode tahun 2019 dan 2020. Sumber data pada penelitian ini menggunakan data primer. Data dikumpulkan dengan penyebaran kuesioner kepada pelanggan Toko Subur Makmur di Cirebon. Populasi dalam penelitian ini adalah seluruh pelanggan yang telah membeli di Toko Subur makmur. Sehubungan dengan banyaknya pelanggan yang telah membeli di Toko Subur Makmur, maka penelitian ini dilakukan dengan metode pengambilan sampel secara tidak acak (Non-Probability sampling) menggunakan teknik Convenience sampling. Jumlah sampel yang dipilih adalah 70 pelanggan. Teknik analisis data yang digunakan dalam penelitian adalah analisis regresi ganda diolah menggunakan program SPSS. Pengujian hipotesis yang digunakan dalam penelitian ini adalah Uji-F, Uji-t, dan R-Square (R²). Hasil penelitian menunjukkan bahwa Citra toko berpengaruh positif terhadap intensi pelanggan untuk membeli kembali dan Kualitas layanan berpengaruh positif terhadap niat untuk membeli kembali.


Store Image; Service Quality; Repurchase Intention

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